If Google is creating havoc with your inbound leads to your website, you are not alone. In the 30 years that search engines have existed, power plays by Google and Bing have been affecting the online searchability of keywords making SEO more chalenging than ever before.
SEO in 2018 just got a lot harder, but here's how to beat it

The SERP (Google Search Engine Results Page) has enhanced its capabilities and expanded its features including non traditional, organic indexed and ranked listings.

Pay-per-click advertising

The fact that paid Google Adwords and Google Shopping are higher ranked SERP features, pushing down organic results, is a sure sign that like Facebook, you need to start paying to be seen. 

Marketing Eye has for the past 14 years has never used paid advertising for our own brand. We have been consistently been ranked on the first page for all keywords in our focus markets but we know that things are changing, and so we too have to adapt to a new marketing paradigm that requires us to invest in our rankings. The free times are over and anyone who has relied on their traffic ocming from organic search needs to be on the front foot in diversifying traffic sources. Pay-per-click advertising, image SEO or optimising YouTube videos is all part of the parcel. 

Mobile searches

In 2015 mobile searches surpassed desktop searchges. One in five searches were voice-based in 2016, which is now paired with the use of smart speakers, taking the use of voice searches to a whole new level.

Keywords used need to be based on user behaviours for mobile devices, more so than for a desktop. 

Fake results

Google's RankBrain, an artificial intelligence-based tool that helps company's evaluate the relevance of search results, is closely aligned to a detective rather than the traditional traffic guard. Google is trying in earnst to get rid of all the fake results based on non-authentic reviews and tools. Unfortunately for marketers, there is no template for pleasing RankBrain because Google keeps its exact inputs closely guarded. However, writing in natural language rather than producing machine content, will be a big advantage for anyone wanting to play by RankBrain's rules - otherwise, you will be un-optimised.
Mellissah Smith is a serial entrepreneur and business leader with more than 20 years' experience in marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye

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